LOS ANGELES MARKET SUMMARY
Keeping in mind that the opportunities for a new CCM station, using the Moneyball system will show up in the Top 15 titles, since the ranking of these titles are based on pre-existing local market exposure.
This being the case, there is ample opportunity for a new station to make great impact based on holes and missed opportunities in the marketplace.
While I focus Top 15, there is an outlier that I will bet on, much like I did with Cory Asbury when I first saw the connection of airplay to sales based in Houston.
Starting Top 15, there is no question with the new KLOVE signal in LA, that the Top 5 Moneyball songs in rank are well taken care of. However, starting with song #6 and all the way to the 15th ranked song, there is great opportunity.
MercyMe “Grace Got You,” has that Jonny Diaz “Breathe” appeal, where your listeners only have to hear it ONE time, and they get it and want more of it. If I started a new station this week in Los Angeles, I could make great inroads by exposing the lack of airplay on this song.
Then there’s Elevation Worship’s “Do It Again,” with good airplay at KLOVE, no airplay at my alma mater, KFSH, and with the pre-existing desire from an audience wanting to hear this song, strategically placing it in a new playlist could help you make great impact, fast.
Mosaic MSC’s “Tremble,” may be the biggest miss of all. Ranking number 6 in sales in Los Angeles, its home based market. When a song shows itself, it deserves airplay. When it has local roots, it will gain your station incredible local loyalty when it is embraced. Keep in mind, I am not putting cart before the horse, I have waited for the song to show itself.
The last two opportunities come with recurrents that were retired too early in the marketplace, still showing immense desire to be heard at higher frequency. I would utilize the power of the familiarity of both Hillsong Worship’s “Beautiful Name,” and Elevation Worship’s “Altar,” to keep a tried and true familiar base.
The outlier song would be Hillsong Worship’s “Who You Say I Am.” Regardless of record company release dates, etc, there is a nationwide love for this song, and I would jump aboard putting this one in my lowest current rotation.
For this weeks National Moneyball Chart go here.
MONEYBALL MARKET METHODOLOGY
The Moneyball method is much more effective on the local market level, than it is on the National level, as the strength of Moneyball is to separate markets by their specific activity.
The Moneyball methodology doesn’t create an aggressive chart that is ahead of the market’s appetite, instead it simply highlights the titles that have traction based on several local city measurements from market airplay, sales, streams, and if available, Shazams, revealing present tastes, not future tastes.
The difference between the Moneyball Chart and a consumption chart is that Consumption Charts are positioned from the perspective of the record label, breaking down the many different angles that the end user is consuming their music from.
Moneyball is created from the perspective of the potential listener and the data is calculated based on a song’s existing market exposure. This exposure or awareness of a certain title sometimes exists in the market, even before the song begins getting airplay on the local stations. Worship titles like ‘Oceans,’ ‘O Come To The Altar’ and others may get a spark from worship in a local church first, then being undeniable in local reaction for radio to not give those titles airplay.
Email Rob Wagman StraightPathMandE@gmail.com